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Publicação
Social marketing: an adaptative mind map based on a comprehensive literature review
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| 35.96 MB | Adobe PDF |
Autores
Martins, Oliva M.D.
Coelho, Ana Sofia
Almeida, João P.
Orientador(es)
Resumo(s)
Using the same principles, techniques and tools as commercial marketing, social marketing considers also the desirable behavioural changes in the long term. This literature review is based on PRISMA review protocol and seeks to present a mental map that can be used to understand different socially responsible behaviours, especially eating preferences, related to social marketing, sustainability, and food. The first search using “Social Marketing” as keyword, using the expressions "Social Marketing" in the title of the research article and “Food” (topic) and “Social Marketing” (topic), pointed out 884 articles in Web of Science database between 2012-2022. Refining the topic results with “Food” and “Social Marketing”, and again using new filters such as “open access”, “article”, “Business Economics” field, “main collection of Web of Science” and “English” language, results on 191 papers, but 79 articles did not fit with the research objectives and another 10 were not available (no open access), resulting in a total of 102 papers were identified and analyzed. Among the main results, nutrition and health were the focus of most of the articles. In addition, more than 49% of the articles (38 papers) opted to combine research methods. Finally, the research identified several cognitive variables that can influence the individual decision-making process (IDP) about eating behavior, and can be used as a mental map, such as awareness (Awar), behavior (Beh), attitude (Att), beliefs (Bel), knowledge (Know), as well as economic (Eco), cultural (Cult) and social (Soc) factors. Understanding that consumer behaviour is quite complex, and that the decision-making process is influenced by implicit and explicit factors, aiming to structure the theoretical dimensions, the literature review carried out a mind map proposal. Furthermore, this review can help social marketing researcher develop and organize their strategies.
Descrição
Palavras-chave
Social marketing PRISMA literature review Decision-make process Food consumption Socially responsible behaviours
Contexto Educativo
Citação
Beck, Ceres Grehs; Martins, Oliva M. D.; Coelho, Ana Sofia; Marques, Henrique; Gron, Oleksandra; Parkhomenko, Nataliia; Almeida, João P.; Bastos, Adriana de Fátima Valente (2024). Social marketing: an adaptative mind map based on a comprehensive literature review. In XXXI Congresso Internacional European Business Ethics Networks. Cáceres. p. 339-340